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“Targeting Adolescents in the Facebook Era” Kathryn Montgomery, PhD American University.

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Presentation on theme: "“Targeting Adolescents in the Facebook Era” Kathryn Montgomery, PhD American University."— Presentation transcript:

1 “Targeting Adolescents in the Facebook Era” Kathryn Montgomery, PhD American University

2 Focus on Adolescents 1 out of 3 teens overweight or obese Teen years critical developmental period – lifelong eating behaviors established Biological and psychosocial vulnerabilities to advertising No policy or self- regulatory safeguards

3 Doritos Asylum 626

4 Elements of the Doritos Campaign Social media Entertainment – “gamification” Cross-platform Viral/Peer-to-peer Automated data capture Under the radar Measureable impact on sales

5 Three Trends in Contemporary Marketing to Teens Growth of social media marketing Advances in data collection, targeting, and measurement Emergence of mobile, location, and payment technologies

6 1. Social media marketing is a core strategy for reaching and engaging teens Facebook now one billion users worldwide Sea change in how people engage with brands, consume products & services Youth at epicenter 85% of online teens use social media

7 Research on Social Media & Teens Essential arena for personal and social development Tapping into adolescent needs “Networked Public Culture” “Social Capital” Influencing and altering behaviors “Self-socialization”

8 Social Media Marketing Woven into daily interactions and social relationships Orchestrating influence Fostering fans Activating “brand advocates” “customers creating customers” “Social Ads” turn routine actions into marketing messages

9 How Social Media Marketing Works

10 Oreo Moments Gallery

11 Between June & August – “likes,” “comments,” and “shares” increased 110% - New York Times

12 Social Media Impact Industry reports document greater numbers of consumers engaged with brands. Ogilvy and Chat Threads report (2011) – QSRs (including KFC, McDonald’s & Wendy’s): use of social media led to “significant sales” and boosted “brand perceptions.” Coca-Cola, Oreos, Skittles, Pringles, McDonald’s, and Dr. Pepper in the top 20 for their number of Facebook Fans.

13 Top Food & Soft Drink Brands on Facebook Number of fans Coca-Cola – 53,974,141 Oreo – 30,022,148 McDonald’s – 25,240,443 Skittles – 23,706,309 Pringles – 20,805,714 Subway – 17,863,110 Dr. Pepper – 13,224,185

14 2. Data collection, measurement, and targeting are woven into content and functionality of digital media. Era of “Big Data” Triggering and measuring actions in real time “Path-to-purchase” Levels of precision unprecedented Under the hood of the e- commerce engine

15 Marketing increasingly targeted at individuals, not demographic groups

16 Microtargeting Personalized messages Based on detailed profiles, behaviors Psychographic characteristics Online and offline data Targeting & retargeting Content changes instantly to respond to user actions

17

18 3. Mobile devices are at forefront of marketing Mobile use among teens (and children) soaring African American and Hispanic teens – greater use & engagement 24/7 accessibility Geolocation, geofencing, geomapping Coupons, social check-ins Point of influence linked with point of purchase

19 Coke Olympics Mobile Campaign

20 Free WiFi in a Vending Machine

21 Location Payment Systems

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23 New Marketing Paradigm Marketing fully integrated into teens’ personal and social lives 360 degree cross-platform media and marketing “ecosystem” Disappearing distinctions between new media & “old media” Each marketing experience is individualized Closed loop between persuasion and purchase

24 Implications for Research Beyond effects – direct & indirect Revisit cognitive defense – incorporate adolescent development, risk-taking behavior Social relationships and interactions – nature of influence Understand individualized marketing and targeting process Brand identity in identity development process Qualitative methods – ethnography, “netnography” Adapt industry research, metrics, concepts to analysis of health consequences

25 Policy Opportunities & Strategies Growing debate about online privacy and digital marketing Teens are on the agenda FTC privacy framework – teens as “sensitive users” White House “Consumer Privacy Bill of Rights” Multi-stakeholder process to develop industry codes of conduct Facebook and Google FTC settlements Complaints against problematic practices Influence self-regulatory regimes Do Not Track Kids Act – bipartisan House Privacy Caucus COPPA update – implications for teens (PII, mobile, etc.) Fair Marketing Principles for Teens

26 Digitalads.org


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